数字经济时代农产品品牌资产形成影响因素的实证研究

目的 数字经济时代如何提升农产品品牌资产，对构建新型品牌农业格局，促进农业现代化发展具有重要的价值和意义。方法 文章运用结构方程模型和层次回归模型，对有过实体店和互联网购买农产品经历的消费者进行了问卷调研，分析数字经济时代企业营销策略（即服务策略、体验策略和传播策略）、数字特征及品牌内涵对农产品品牌资产的影响。结果 数字经济时代，企业的服务策略能正向影响品牌忠诚；体验策略能正向影响品牌认知和品牌联想；传播策略正向影响品牌联想；数字特征正向影响品牌认知和品牌联想；品牌内涵则能同时正向影响品牌认知、品牌联想和品牌忠诚。结论 （1）企业可以根据农产品品牌资产的不同需求，采用针对性的营销策略。（2）在技术波动和竞争强度的数字经济时代，企业可以使用机器学习等新技术，同提升农产品运营效率。（3）企业要深入挖掘品牌内涵，根据不同品牌类型选择高效宣传方式。

AN EMPIRICAL STUDY ON THE INFLUENCING FACTORS OF THE FORMATION OF AGRICULTURAL PRODUCT BRAND EQUITY IN THE ERA OF DIGITAL ECONOMY

How to improve the brand equity of agricultural products in the era of digital economy is crucial for the development of a new brand agricultural pattern and the advancement of agricultural modernization. Using the structural equation model and hierarchical regression model, a questionnaire survey was conducted on consumers who had the experience of buying agricultural products in physical stores and the Internet. The influence of corporate marketing strategies (i.e., service strategy, experience strategy and communication strategy), digital characteristics and brand connotation on the brand equity of agricultural products in the era of digital economy were analyzed. The study found that in the digital economy era, service strategy positively affected brand loyalty; experience strategy positively affected brand awareness and brand association; communication strategy positively affected brand association; digital characteristics positively affected brand awareness and brand association; brand connotation could positively affect brand awareness, brand association and brand. The findings are suggested as follow. Firstly, enterprises can adopt targeted marketing strategies according to the different needs of the brand equity of agricultural products. Secondly, in the digital economy era of technological fluctuations and intense competition, enterprises can use new technologies, such as machine learning to improve operational efficiency. Thirdly, enterprises should dig deep into the brand connotation and choose efficient publicity methods based on different brand types.